ArredoCasa: from physical shop to national ecommerce
Shopify, Klaviyo, Meta Ads, Google Ads and SEO to turn a home experienceless textile shop online into a second digital retail outlet.
Where we left.
ArredoCasa departed from a locally known physical shop and a social communication already curated. There were no site, online catalog, historical orders or internal skills on Shopify: each part of the ecommerce channel had to be built from scratch.
What had to be settled.
The goal was not simply to publish all the products, but to understand what could work online, transform social content into acquisition and accompany the team in the daily use of a new digital store.
What we did.
- Design and development from scratch of the Shopify shop, from the technical structure to the initial catalog.
- Progressive selection of products with greater online potential, avoiding replicating without criterion the entire physical assortment.
- Production of texts, photographs and images produced, as well as training and continuous support to the team.
- Constant evolution of experience through five themes, customizations, UX optimizations and performance testing.
- Klaviyo system with automatic flows, popups, segmentations, lead acquisition and three weekly newsletters.
- Meta Ads for acquisition and retargeting, Google Ads for ecommerce and traffic at the physical store, technical SEO and two weekly articles.
What's better.
- More than 2,000 online orders generated in the first year starting without historical ecommerce.
- Almost 10,000 newsletter contacts built from zero through popups, campaigns and flows.
- Klaviyo contributes to around 40% of sales and popup maintains an indicative conversion between 10% and 15%.
- Organic growth has reached about 140.000 monthly impressions, while advertising investments record an average ROAS near 10.
Public numbers of the project.
Data shared by the customer and related to the period of collaboration indicated in the case study.
Online sales built starting without site, historical orders or experience Shopify.
Owner database developed from zero through multiple acquisition channels.
Combined contribution of automation, segmentation and newsletter campaigns.
Variable performance over time and subjected to continuous testing.
Organic visibility supported by technical optimization and publishing.
Indicative return on advertising investments in the observed period.
Strategy, experience and digital system.
The choices that have transformed separate channels into a coherent digital presence.
Not an extra site, but a second store.
The project started from the foundations: commercial proposal, products more suitable for distance sale, structure of collections and daily operation. Shopify was built as a real new store, with the aim of overcoming the local basin and making ArredoCasa recognizable throughout Italia.
- Shopify created from zero without historical ecommerce.
- Selection of products with greater online potential.
- Catalogue developed progressively together with the team.
- Training and assistance on the daily use of the platform.
Five evolutions of the theme, always guided by data.
The shop has not remained firm at the first publication. Theme, navigation, product pages, photographs and personalizations have been revised several times to improve speed, clarity and conversion, maintaining the recognizable character of the brand's social content.
- Five themes developed and updated over time.
- Customize UX and components to facilitate your choice.
- Continuous testing on performance and purchase path.
- Texts, photographs and images produced by E-ROE.
A report system, not just newsletters.
Klaviyo connects acquisition, recovery and retention. Each flow is subjected to A/B tests to progressively improve objects, content, timing and offers, while three weekly sendings keep the relationship active with the database.
- Welcome, abandon site and abandon product.
- They leave cart and leave checkout.
- Post-purchase and recovery of inactive customers.
- Popups, segmentations and three newsletters a week.
Social, advertising and SEO work on the same goal.
Meta values the content already produced by the brand to acquire new customers and make retargeting. Google supports both online shopping and the presence of the physical store. SEO consolidates over time categories, product cards, brands and blogs with two new articles a week.
- Meta Ads for acquisition and retargeting.
- Google Ads for shop and local traffic.
- Technical SEO on categories, products and brands.
- Continuous production of two items per week.
Project images.
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